Open rates and campaign best practices

Created by Comet Suite Support Team, Modified on Tue, 10 Jan 2023 at 02:36 AM by Comet Suite Support Team


Yesterday, one of our comic clients jumped in and we were doing an up customer service call, basically jumping on and see how he's doing, making sure he's doing everything right. He had a few questions, which we're excited to answer. And as part of that call, obviously, he's running leads, he's bringing the leads in and then he's doing the campaigns out and the cold approaches and his marketing it as some of the biggest companies here in Australia. So he was reaching out to Ford Motor Company and some government organisations and big hardware chains and that kind of stuff, and he was just a little bit I'm not sure if I've done this right, I'm not quite sure where we're up to. So we jumped in, Johann and I, both on the call, and we went into his campaigns and you guys know this, in GHL into the campaign, click on the email step. And we went to statistics and his open rate to some of the biggest companies in Australia was 46%. 46% cold email to some of the biggest companies in Australia and we were like, wow, that's amazing. And then the next line down on the statistics was the open rate.


Sorry, open rate. The next line down is the click rate. And typically we worked at a good click rate, is somewhere between five and 10%. That's a good click rate. This this client of ours to the biggest companies in Australia was getting a 30% click rate on the call. So the opportunity there for us as agencies to create something amazing for our clients is huge. And yeah, really, it was super impressive line. I love you, if you remember that one. To be honest, the subject line was the most boring subject line to me that I've ever seen. But it's not about me, it's about the client. So the subject line, this particular company that our comic client, they do compliance work, so they do electronics compliance work. And so the subject line was something like, new battery laws trigger compliance audits. I think that was it. New battery laws trigger compliance audits.


Right?


And I went, means nothing to me, but obviously, to these guys, to the people that he was reaching out to, that's a that's a big deal. And, you know, 40% open rate. And actually, that's a really great point. If I was if I was getting that email, I would not open that email. But the point that it raises is it's super, super, super important to be sending the right message to the right people. Yeah, I use this example on a YouTube interview I did. If I'm sending a message about crochet teapot holders for deep sea divers, and I'm sending that message out to people who don't have teapots, don't do crochet and don't deep sea dive, my likelihood of getting an acceptance rate is pretty small. Now, there's probably only two people in the world that answered all three of those criteria. So my audience is slim the importance of sending the right message to the right people. So when you're targeting with your leads, checking that out, and actually, as a good point, when we're working with our clients, some of the things that we're looking at in terms of customer service and results, we start by looking at the open rates.


Okay, so we start by looking at the open rate. We're running a campaign. We start by looking at the opens. We say okay. Cool. How's your subject line going down? If your subject line if your open rates are high, that means your your subject line is great. But if your up if your open rates are low and we consider anything less than 20% is low, it needs an adjustment.


Right?


So anything less than 20%, let's tweak these subject lines and let's see if we can improve them. Right, so we start with subject lines. If your open rates are high, your subject line is great. If your open rates are low, let's tweak that and let's do some testing on it. Right. Next, clickthrough rates. Are our clickthrough rates high? Perfect. That means the body of your email is wellwritten, clickthrough rates are low. Okay, great. We need to change what's being said in the email to make it more compelling.


Right.


Open rates. Click through rates. Next is conversion rates. So now if we've got great open rates, great click through rates. People are coming to the page and not taking an action. What that tells us is the next part of this process is broken. So what needs to change on your landing page? The headline might be wrong. The message that you're giving when people land might be wrong. The colours might be wrong. Okay, so we then look at conversion rates of the landing page and then we look the step before all of this happens is are we targeting the right people? Yeah. So we could have the best subject line ever, the best body ever, the best landing page ever. But if we're targeting the wrong people, then we are not going to have any kind of any kind of wins at all. And so how do we start that with a client? When we start working with a client, one of the first questions we ask them is who was your last successful three clients? Tell us who they are. Who was the last three successful people that you did business with? Why? Because now we can start to fine tune how that looks as a vertical, as an industry, as a niche.


All right?


So they might say, oh, I did this deal with this guy, he's an accountant and that guy who's a lawyer, and that guy who's a business coach. So straight away I'm going, okay, professional services.


Right.


So if I get three different answers, I'm trying to find something in common so that we can target their audience the right way if I'm not able from the last three successful clients to see that, I ask them straight away. If I took an industry overview of your current client base, what's the dominant niche? My dominant niche is teachers who have puppies. All right, great. Now at least we know that we've got a specific niche to go after. Why do we go after existing niches first? Well, low hanging fruit, right? If we've already proven that our client can do successful work with that industry or with that niche, then our chance of being successful as an agency increases massively. We just need to bring more of those same kind of people into the thing. Does that help? Guys? So cheque your open rates, cheque your click rates, cheque your landing pages. And overall, make sure you cheque your targeting. So when you're running these leads for clients, it's better to have 300 of the right targets than 1000 of the wrong targets.


All right?


Much, much better to have less that are focused.


And also, guys, don't forget, we're all marketers, so you have to experiment. You'll never get it right the first time. When I were running campaigns, at the start, right at the beginning, well, you have successful campaign, but the headline was looking do you remember that one?


That was the car rep client. The car rep client, yeah, exactly. We did this campaign where we had massive open rates. It was like, 65% open rates. Like, man, the subject lines are amazing. But the subject line, because he was doing car wraps, so he was, like, wrapping cars with graphics, and they were looking amazing. The subject line that I created for the guy was industry name, so company name, Looking Hot, exclamation point. And Johan's like, Dude, there's no wonder you're getting massive open rates. Like, every business owner looking Hot is like, they're opening that email. But it wasn't congruent with the message in the thing. And Johan said, It's important to test actually, I'll just finish this little section off by saying this. When we started working, we've got some masterclass recordings with Scotty Bywater, who's an amazing Comet client and friend of ours, and he's also one of Australia's top copywriters. When Scotty came on board and built out his campaigns, I was amazed by his depth of testing. And let me qualify what I mean by that. Before he sent out the first email, he wrote 16 of them.


Right?


He actually wrote 16 campaigns. And I was he hadn't sent out a single email yet. And it took him, like, a couple of weeks to he didn't just have one cold outreach campaign, he had 16. And he called them week one, week two, week three, week four, week five.


Right.


And in each one, it was amazing for me to see. He had four variations of subject lines in the first month, so he was sending out his campaigns, running traffic for a week, stopping the campaign, switching it to week two, pushing go again, letting it run for a week, switching it to number three. So he had literally, the body of the email was the same. He just switched out the subject lines every single week in the first month to test which one was going to get the better results. Cool. At the end of the first month, he took the winning subject line and he put it into all of the campaigns in month two and month two, he had the same subject line and he was testing the first paragraph of his email. So, again, he had four weeks of emails ready to go. Now, they've all got the same subject line, because that was the one that was getting the best results and he was testing the first paragraph. So the first paragraph of every week's emails were different. All right, so now, at the end of month two, he's got the winning subject line, the winning first paragraph.


The next week, he tested the call to action. So the next week, he had the best subject line, the best first paragraph. Call to action was the thing that was changing. So it was either click here or reply to this email, send a text message. And there was another one that he was trying out as well, I think. So he was literally testing which thing do people respond best to? And then the last week, he was testing multiple landing pages. So he had the winning subject line, the winning top paragraph, the winning call to action. And his last test for the month was four separate landing pages. And again, tested headline, colour, background, sub, headline and call to Action in those four tests. And at the end of that, confidently, you could say, this campaign has got the best chances of success right? Now, you still might get it wrong and there's never an end to testing, which is what a professional marketer will tell you. But I was fascinated. Me, who's I love. I've got the book on my shelf, I'm trying to find it. What is it called? Ready, Fire, Aim.


Right?


That's always been my mentality, ready, Fire, aim. And that's kind of like the mentality of entrepreneurs, right? It's like, just get something out there, let's fix it on the way. Let's just go. Oh, cool. Let's tweak as we go. Scotty's professionalism was the preparation of testing to make sure that he was giving himself the best chance of success.


Right?


So creating multiple versions of your campaigns is a great way to go, and your clients are going to tell you, right? So your clients are going to give you feedback on your campaigns and results. You're going to be able to see them for yourself and, yeah, just make sure that actually make sure that you're managing the expectations of your client. I used to hate it with SEO companies when they used to say things to me like, this is a minimum six month approach, right? Month one, we do this. It takes six months to do that. I always used to think huge because you've just locked me in for a six months worth of retainers and all that kind of stuff. But it is very much about managing the expectations for your clients. So if you actually manage the expectation for your client, it's going to take us a few months to get the campaign right tested, the response rates the right way. It's going to take a little while, because it is. And if you manage that expectation with your client and keep them informed as you're working with their campaign, you're going to have a happier client.


And this particular one that we were talking about, Johann, with our client yesterday, the first couple of weeks of this client running the campaign, were getting almost no results. They were getting like, one click here, one click there now. But because our person that we're working with was actually keeping them informed, he was telling them every single couple of days, what's happening is what's changed? What are we looking at? Where are we up to? This client was loving him. It's like, absolutely great. Even though the results were not there, because he was kept informed about what was happening, he was more than happy to let that testing continue to the point where now we're getting 45% open rates and 30% clicks because of that thing. So, again, guys, lots of little bits in that. Get your right message to the right audience at the right time, manage your client expectations, tweak it over time, test everything and incrementally ratchet up your results as a walk through. So that was a little soapbox session. Thank you for engaging me in that. Let me come back to Jim.

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